Your customers can easily search for your business if you’re visible online.
One of the ways to be visible is to use pay-per-click (PPC) marketing. PPC is a convenient and practical way to grab more attention online. It helps you climb the search engine results and make the most of your marketing campaigns.
And if you’re already using paid ad campaigns but not hitting your goals, then it’s time to rethink your strategies. Let us help you get good results with our quick guide to PPC success.
Formulate Your PPC Goals
Paid ads marketing is becoming more popular. There is an 8% worldwide ad market growth in 2022, with North America leading all regions at 12% ad spend growth. It is also estimated that online video and social media ad spending will increase by15% yearly until 2024.
More businesses use paid ads in their digital marketing strategies. So, you can’t afford to ignore these numbers!
Success starts with creating a PPC plan.
During the planning stage, define your goals to know which audience you want to target. With clearly-stated goals, you can determine how long to run your campaigns, how much to spend, and other essential aspects of your paid ads campaign.
- Consider the ad channel to use. There are many channels such as Google AdWords, Bing Ads, Facebook Ads, YouTube Ads, and LinkedIn Ads. Find the right channel that matches your audience, market, products, or services.
- Use audience personas. Forbes states that defining buyer personas refines your goals. Defining personas means gathering buyer profiles, including demographics, needs, etc.
- Create a budget estimate. PPC budgets depend on your account size, industry, conversion rates, and geographic area.
- Determine how to measure results. Define your metrics depending on the PPC channel where you want to display your ads. Google AdWords has Quality Score to determine your PPC ad rankings and other metrics.
- Designate campaign type and theme. For instance, you have a display ads campaign with the theme “affordable RV rentals” or social ads with the theme “summer power tools sale.”
Create a Good Keyword Strategy
Keyword research is vital to any PPC strategy and can be done in many ways. You can use Google Search. Type in your current keywords to discover related keywords that people use to find your business.
Use Google’s Keyword Planner to build your quality keyword list and develop a strategy. The Keyword Planner is a free online tool. It can help you jumpstart your PPC campaigns and estimate your PPC budgets.
Here are a few tips for creating a formidable keyword strategy.
- Consider the actual keywords that people use to find your business.
- Create keyword phrases from your broad match keywords. Make sure these match your campaign theme.
- Conduct regular keyword research. Allot at least 15% of PPC management to keyword research considering new keywords, new negative keywords, and new match types weekly. Continuous research strengthens your ad campaigns and makes them more relevant to your audience.
Consider SEO Strategies
PPC will give you quick, measurable results in just a few days. However, search engine optimization results can take longer, but you’ll get long-term advantages once generated. When you combine PPC with SEO, you increase your chances of ranking higher on SERPs and getting more traffic to your site.
The data gathered from PPC campaigns are very useful in creating better optimization strategies. Your PPC keywords, for one, can be used to create better and more optimized content. You can also integrate organic critical metrics from one platform to another.
Organic SEO metrics like impressions, click-through rate (CTR), your Google search rank, cost per click (CPC), and conversion data can help you create valuable charts. These charts help you enhance PPC and SEO performance more efficiently by identifying areas of improvement.
You can use SEO strategies to improve your PPC campaigns. Consider the following strategy.
- Update your Google My Business listings to promote your PPC campaign. With a GMB listing, your ads can feature in the Local Pack. Google provides three listings below the business map right in the middle of paid and organic search results. Your listing will be above these three organic listings giving you additional paid opportunities on SERP.
- Use ad extensions to add more details to your ads, such as customer reviews and ratings. Some of the most popular ad extensions are location extensions, site link extensions, call-out extensions, structured snippets extensions, affiliate extensions, and price extensions.
- Hire a PPC agency that offers SEO services. Digitalauthority.me reports that an experienced PPC agency knows the top strategies to produce the best results for their customers.
Understand Valuable PPC Metrics
Comprehend the different PPC metrics as they determine if your ad campaign is performing well or not. Even if you have an expert PPC agency helping you with paid ad marketing, a basic knowledge of PPC metrics can help you understand campaign reports.
Here are the top metrics to monitor.
- Clicks – the number of clicks tells you if your ad interests your audience.
- Cost-per-click – CPC tracks how much you’re paying when someone clicks on your PPC ad. CPC relates to the ROI of your PPC campaigns.
- Click-through-rate – CTR measures ad relevance. It is the percentage of ad impressions that leads to clicks.
- Impression share – measures the number of people who saw your PPC ad
- Conversion rate – measures the number of people who followed what you want them to do in your ad campaign.
- Cost per conversion or acquisition – this measures the effectiveness of your paid ads spending. Review your paid ad campaigns if you have a high cost per conversion.
- Return on ad spends – measures the revenue you earned for every amount you spent on your ad campaigns. ROAS tells you if your campaigns are profitable and contribute to growing your business.
- Quality Score – measures ad and landing page relevance regarding searcher’s intent.
These PPC strategies can help you get the best results out of your paid ad campaigns. By formulating your goals, conducting keyword research, understanding key metrics, and combining SEO with PPC, you’ll be closer to a successful and profitable PPC campaign in no time.